One of the hardest parts of any direct mail piece is getting people to open it up, but with this piece for the cholesterol reducing drug Kolestor, that’s the whole point. Unzipping the “chest” of this direct mail piece reveals the text “It’s not that easy.” A powerful way to drive home the advantages of cholesterol control versus surgery, the “target audience responded with a spontaneous brand awareness rate of 89 % even tough the cholesterol market is one of the most competitive” according to the agency that created it. (via Direct Daily)